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SNOOPING INTO
GOOGLE’S INSIGHTS
How to target the right content to the
right customers at the right time.
@STATrob
#SearchLove
DO YOU REMEMBER THE NAME OF
THE ACTOR FROM THAT SCIFI
MOVIE WITH THE SHORT OLD GUY
WITH WEIRD EARS?
@STATrob
REMEMBER BEFORE GOOGLE?
How did you get the answers you needed?
@STATrob
INSTANT GRATIFICATION IS THE
NAME OF THE GAME FOR GOOGLE.
Their goal is to give you the answers you need. Fast.
@STATrob
THEY’VE CHANGED THE WORLD.
And they’ve changed human behaviour.
@STATrob
[NAME OF BAD GUY 

FROM HUDSON HAWK]
Google isn’t good at this query. They totally suck, right?
@STATrob
GOOGLE IS A VICTIM OF 

THEIR OWN SUCCESS.
They have changed our expectations for information
retrieval and they have to a...
GOOGLE IS CHANGING THE RULES.
BUT, THEY ALSO HAVE TO PLAY BY
THE NEW RULES.
@STATrob
IT’S LIKE A GIANT DRAWING A
MAP WHILE ITS FOOTSTEPS
ALTER THE LANDSCAPE.
@STATrob
SERPS ARE THE FRONTEND TO
GOOGLE’S MULTI-BILLION-DOLLAR
CONSUMER RESEARCH MACHINE.
@STATrob
BY PAYING ATTENTION TO THE
SERPS, WE CAN SNOOP ON
GOOGLE’S RESEARCH.
And we can learn what our customers are 

looking for...
LET’S TALK INTENT.
@STATrob
CONSUMER SEARCH INTENT.
There are three key stages of search intent 

when making consumer searches online.
@STATrob
THE INFORMATIONAL STAGE IS
THE START OF THE PATH TO
PURCHASE.
@STATrob
LET’S MAKE SMOOTHIES!
INFORMATIONAL STAGE:
• [blenders]
• [smoothie blenders]
• [what is a food processor]
• [difference be...
“They are not directly transactional,
and may never result in an exchange of
goods, services, or monies, but they’re
not p...
LET’S MAKE SMOOTHIES!
COMMERCIAL STAGE:
• [quiet blenders]
• [heavy duty blender review]
• [best blender for smoothies]
• ...
LET’S MAKE SMOOTHIES!
TRANSACTIONAL STAGE:
• [buy blendtec blender]
• [blendtec professional 800 cost]
• [blendtec blender...
AT EACH STAGE OF THE FUNNEL,
THE SEARCHER HAS A
DIFFERENT INTENT.
@STATrob
“…demographics don't help us
understand what we really need to
know — what consumers are looking
for in an exact moment or...
SEARCHER INTENT IS THE
NEW DEMOGRAPHICS.
@STATrob
INTENT BEATS IDENTITY.
IMMEDIACY BEATS LOYALTY.
In order to be where the searcher is looking, we need
to understand their ...
THE RESEARCH
@STATrob
14 PRODUCT CATEGORIES, 

542 QUERIES:
• Music (40 core queries)
• Computers (42 core queries)
• Sports & outdoors (38 core...
EXAMPLE KEYWORD MODIFICATIONS
APPLIANCES ELECTRONICS PET SUPPLIES
INFORMATIONAL blender lcd tv cat brush
COMMERCIAL blende...
KEYWORD RESEARCH IS 

MORE ART THAN SCIENCE.
Your keyword lists will be more nuanced than ours.
@STATrob
SIMPLE SHARE OF VOICE SCORING
WEIGHT SEARCH VOLUME SHARE OF VOICE SCORE
Rank 1 1 x 1000 = 1000
Rank 2 0.9 x 1000 = 900
Ran...
DON’T FORGET
THE DATA FROM OUR RESEARCH
IS SPECIFIC TO OUR KEYWORD
SET. YOUR RESULTS WILL DIFFER.
@STATrob
I’M HERE TO SHOW YOU WHAT’S
POSSIBLE. FOCUS ON THESE
METHODS, RATHER THAN THE DATA.
@STATrob
FOR EACH STAGE OF INTENT, 

WE MAPPED THE SERP.
@STATrob
FEATURED SNIPPETS
IMAGES
NEWS
PLACES
PEOPLE ALSO ASK
VIDEO
SHOPPING
QUESTION ONE
HOW CAN WE UNLOCK GOOGLE’S
INSIGHTS INTO WHAT SEARCHERS
ARE LOOKING FOR AT EACH STAGE?
@STATrob
QUESTION TWO
WHAT POINTS OF LEVERAGE DO
WE HAVE IN EACH STAGE TO MAKE
SURE WE’RE VISIBLE AND USEFUL?
@STATrob
QUESTION THREE
CAN WE REVERSE-ENGINEER THE
WINNING STRATEGIES OF KEY
COMPETITORS AT EACH STAGE?
@STATrob
HERE’S A 10,000-FOOT VIEW
OF WHAT WE FOUND.
@STATrob
ORGANIC RESULTS RULE.
10%
90%
ORGANIC
ALL OTHERS
BE THERE. BE USEFUL. BE QUICK.
The core organic algorithm does an amazing job of
determining which results are most useful...
BUT SHOPPING BOXES 

ARE MAAAAAAJOR.
40%
60%
SHOPPING
NON-SHOPPING
THESE ARE OUR 

POINTS OF LEVERAGE.
7%
7%
9%
23%
25%
29% IMAGES
VIDEO
ANSWERS
PLACES
PEOPLE ALSO ASK
NEWS
INFORMATIONAL
INTENT STAGE.
@STATrob
TOPOLOGY OF THE
INFORMATIONAL SERP
5%
5%
8%
18%
21%
42%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SHOPPING RESULTS FOR OUR
KEYWORDS IN THE
INFORMATIONAL STAGE.
42%
@STATrob
IMMEDIACY BEATS LOYALTY.
Google knows that some people just want it now. 

Fast and cheap.
@STATrob
IMAGE RESULTS FOR 

OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
21%
@STATrob
IMAGES ARE A GREAT UX 

FOR UNREFINED QUERIES.
They’re an easy way to find the exact 

model, style or colour you’re lookin...
The view when a searcher clicks on an image.
NEWS RESULTS FOR 

OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
18%
@STATrob
WHICH RESULT TYPES HAVE 

THE HIGHEST AVERAGE SEARCH VOLUME?
0
30,000
60,000
90,000
120,000
SHOPPING IMAGES NEWS VIDEOS P....
LET’S EVALUATE THE POTENTIAL
OF GOING AFTER NEWS BOXES.
@STATrob
102 MEDIA SITES WITH 128 NEWS RESULTS
Results
0
1
2
3
4
5
DIGITALTRENDS.COM YAHOO.COM BUSINESSWIRE.COM NEWATLAS.COM PCADVI...
WHICH NEWS RESULTS HAVE 

THE HIGHEST AVERAGE SEARCH VOLUME?
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
CNE...
NEWS RESULTS SUFFER FROM 

AN IRRELEVANCY PROBLEM.
@STATrob
[jacket] (search volume: 54,450)
[desk] (search volume: 196,800)
[best laptop] (search volume: 44,400)
TWEETABLE TIP
DON’T GO RUNNING AFTER NEWS
RESULTS JUST BECAUSE THEY
RANK ON HIGH-TRAFFIC SERPS.
@STATrob
VIDEO RESULTS FOR 

OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
8%
@STATrob
Video pack/carousel
Stand-alone video result
7 SITES WITH VIDEO RESULTS
Results
0
35
70
YOUTUBE PCGAMER LIFEHACKER VICE EBAY MASHABLE STANCE
111122
62
FEATURED SNIPPET RESULTS
FOR OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
5%
@STATrob
LET’S LOOK AT THE POTENTIAL 

OF GOING AFTER THESE
FEATURED SNIPPETS.
@STATrob
WHICH STYLE OF FEATURED SNIPPET 

IS THE MOST COMMON?
Results
0
10
20
30
40
50
LIST PARAGRAPH TABLE
2
39
1
AVERAGE SEARCH VOLUME PER
FEATURED SNIPPET RESULT FOR
OUR INFORMATIONAL KEYWORDS.
23,300
@STATrob
WIKIPEDIA IS THE OBVIOUS INCUMBENT HERE.
Results
0
5
10
15
20
WIKIPEDIA.ORG AMAZON.COM BESTBUY.COM XEROX.COM OFFICEDEPOT.C...
WHAT HAVE WE LEARNED 

ABOUT THE SERPS FOR OUR
INFORMATIONAL KEYWORDS?
@STATrob
LESSON 1
RECOGNIZE WHEN YOU’LL NEED A
PAID STRATEGY TO WIN.
@STATrob
THE PREVALENCE OF SHOPPING
BOXES CAN’T BE IGNORED.
We need a paid strategy to give searchers what they
want here.
@STATrob
LESSON 2
LOOK FOR STRONG BIAS
TOWARDS CERTAIN SITES.
@STATrob
CAN YOU DISPLACE AN
INCUMBENT LIKE WIKIPEDIA?
They dominate the featured snippets in this stage. 

Is there really room fo...
LESSON 3
LOOKING AT THE SERP TOPOLOGY
TELLS US WHAT GOOGLE THINKS
THESE SEARCHERS WANT.
@STATrob
IN THIS STAGE, WE SAW
SEARCHER NEEDS BEING MET BY
NEWS, IMAGES, AND ORGANIC.
This is what Google has determined is the bes...
LESSON 4
NEWS RESULTS ARE OFTEN
CROWDED WITH IRRELEVANT
STORIES.
@STATrob
DON’T JUST BLINDLY CHASE
SEARCH VOLUME.
Look deeper to understand if there’s a real opportunity.
@STATrob
COMMERCIAL 

INTENT STAGE.
@STATrob
TOPOLOGY OF THE
COMMERCIAL SERP
12%
13%
10%
59%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
WHAT’S THE AVERAGE SHARE OF VOICE
CONTRIBUTION PER RESULT?
SHAREOFVOICESCORE
0
1,500
3,000
4,500
6,000
SHOPPING IMAGES NEW...
LET’S REVERSE-ENGINEER 

THE WINNING STRATEGIES 

IN THIS STAGE.
@STATrob
WHO HAS THE MOST SHARE OF VOICE 

IN THIS STAGE?
SHAREOFVOICESCORE
0
100,000
200,000
300,000
400,000
CONSUMER REPORTS TECH...
BUT WHO HAS THE MOST RANKINGS?RANKINGS
0
1,750
3,500
CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG
204230
3,117
138299
WHO IS WINNING WHERE?
SHAREOFVOICESCORE
0K
100K
200K
300K
400K
CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG
NEWS
VIDEO...
SEGMENT BY THE QUERY
MODIFIER TO SEE WHICH 

RESULT TYPES GOOGLE LIKES.
@STATrob
SERP TOPOLOGY FOR
“BEST” QUERIES
29%
12%
5%
50%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SERP TOPOLOGY FOR
“COMPARE” QUERIES
8%
6%
42%
10%
34%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SERP TOPOLOGY FOR
“NEW” QUERIES
4%
12%
7%
27%
50%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SERP TOPOLOGY FOR
“REVIEWS” QUERIES
26%
24%
4%
42%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
DON’T FORGET
GO DEEPER THAN THE SURFACE
DATA. DIG INTO SHARE OF VOICE.
@STATrob
WHAT HAVE WE LEARNED 

ABOUT THE SERPS FOR OUR
COMMERCIAL KEYWORDS?
@STATrob
LESSON 1
BY USING SHARE OF VOICE,
MEASURE WHICH DOMAINS ARE
WINNING.
@STATrob
WITH ALMOST 3,000 FEWER
RANKINGS, TECHRADAR STILL 

BEAT AMAZON.
Focusing on share-of-voice winners makes the
analysis eas...
LESSON 2
PERFORM SHARE OF VOICE
ANALYSIS ON RESULT TYPES TO
ASSESS THEIR POTENTIAL.
@STATrob
WE CAN REVERSE ENGINEER
TECHRADAR’S WINNING STRATEGY:
FEATURED SNIPPETS.
@STATrob
LESSON 3
SEGMENT EVEN DEEPER ON
QUERY MODIFIERS LIKE “BEST”
TO SEE HOW THE SERPS ADAPT.
@STATrob
FOR “BEST” SEARCHERS WANT
SNIPPETS. FOR “COMPARE” THEY
WANT VIDEOS.
This is where you get some of the most actionable insi...
TRANSACTIONAL
INTENT STAGE.
@STATrob
TOPOLOGY OF THE
TRANSACTIONAL SERP
9%
7%
11%
69%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
WHO HAS THE MOST SHARE OF VOICE 

IN THIS STAGE?
SHAREOFVOICESCORE
0K
125K
250K
375K
500K
AMAZON.COM WALMART.COM OVERSTOCK...
WHO IS WINNING WHERE?
SHAREOFVOICESCORE
0K
100K
200K
300K
400K
AMAZON.COM WALMART.COM OVERSTOCK.COM BESTBUY.COM SEARSOUTLE...
TWEETABLE TIP
THE FURTHER DOWN THE
FUNNEL YOU GO, THE MORE
DISTILLED THE SERP BECOMES.
@STATrob
THIS IS GOOD OL’ FASHIONED SEO!
(Ok, and PPC.)
@STATrob
ARE YOU RANKING HIGH? 

RANKING THE RIGHT CONTENT?
@STATrob
WHAT KIND OF CONTENT 

IS AMAZON RANKING?
RANKINGS
0
400
800
1200
1600
CATEGORY PRODUCT COUPON OTHER
104
706
1,590
WHAT ABOUT WALMART’S CONTENT?
RANKINGS
0
400
800
1200
1600
CATEGORY PRODUCT
162
1,008
AND OVERSTOCK’S CONTENT?
RANKINGS
0
400
800
1200
1600
CATEGORY PRODUCT BUYERS' GUIDE
1011
422
WHAT HAVE WE LEARNED 

ABOUT THE SERPS FOR OUR
TRANSACTIONAL KEYWORDS?
@STATrob
LESSON 1
THE DEEPER YOU GO IN THE
FUNNEL, THE MORE YOU HAVE 

TO RELY ON ORGANIC RANKINGS.
@STATrob
ORGANIC RESULTS WERE THE BEST
WAY TO PUSH TRAFFIC IN THIS STAGE.
Catering content towards universal results isn’t going to...
LESSON 2
ANALYZE RANKING URLS TO FIND
OUT WHAT UX SATISFIES THE
SEARCHER’S INTENT.
@STATrob
THE MAJORITY OF PAGES WE 

SAW RANKING HIGHEST WERE
CATEGORY PAGES.
We also identified a few potential areas, like coupons,...
SO WHAT CONCLUSIONS
HAVE WE REACHED?
@STATrob
GOOGLE’S ADVICE
YOU HAVE TO BE THERE, BE
USEFUL, AND BE QUICK.
@STATrob
HOW TO “BE THERE”
QUALITY KEYWORD RESEARCH
AND THOROUGH SEGMENTATION
BY INTENT STAGES IS CRUCIAL.
@STATrob
HOW TO “BE THERE”
YOU KNOW IF YOU’RE “THERE” 

BY MEASURING SHARE OF VOICE.
You can break this out by stage or result type...
HOW TO “BE USEFUL”
LOOK AT SERP TOPOLOGIES TO
FIND OUT WHAT GOOGLE THINKS
IS USEFUL TO SEARCHERS.
@STATrob
SERP TOPOLOGY FOR
“COMPARE” QUERIES
8%
6%
42%
10%
34%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
HOW TO “BE USEFUL”
CREATE STRATEGIC CONTENT
EXPERIENCES THAT SATISFY
SEARCHERS’ IMMEDIATE NEEDS.
@STATrob
HOW TO “BE QUICK”
OPTIMIZE SITE SPEED AND 

GET RIGHT TO THE POINT.
Omit everything that distracts from the immediate
need...
HOW MANY UNIVERSAL RESULTS 

ARE THERE IN EACH STAGE?
0%
50%
100%
INFORMATIONAL COMMERCIAL TRANSACTIONAL
10%11%15%
TOPOLOGY OF THE
INFORMATIONAL SERP
5%
5%
8%
18%
21%
42%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
TOPOLOGY OF THE
COMMERCIAL SERP
12%
13%
10%
59%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
TOPOLOGY OF THE
TRANSACTIONAL SERP
9%
7%
11%
69%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
WHICH RESULT TYPE HAS 

THE HIGHEST AVERAGE SHARE OF VOICE?SHAREOFVOICESCORE
0
1,500
3,000
4,500
6,000
ORGANIC SHOPPING EV...
KEY TAKEAWAY
OPTIMIZING FOR UNIVERSAL
RESULTS IS THE BEST WAY TO
ENSURE YOU’RE SATISFYING
SEARCHER INTENT.
@STATrob
KEY TAKEAWAY
WE CAN SNOOP INTO GOOGLE’S
FINDINGS ON SEARCH INTENT BY
LOOKING AT SERP TOPOLOGY.
@STATrob
KEY TAKEAWAY
AS WE MOVE DOWN THE INTENT
FUNNEL, DIFFERENT RESULT TYPES
RISE AND FALL IN VALUE.
@STATrob
KEY TAKEAWAY
WITH KNOWLEDGE OF INTENT, WE
CAN CRAFT THE RIGHT CONTENT
FOR THE RIGHT MOMENT OF THE
SEARCHER’S JOURNEY.
@STA...
THIS ANALYSIS IS EASY TO DO. 

HERE’S WHAT YOU NEED:
• A SERP tracking tool that can break out result types
• Search volum...
DOWNLOAD THE 

WHITEPAPER:
GETSTAT.COM/SEARCHLOVE
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Conten...
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SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Content to the Right Customers at the Right Time

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Google is telling us what our customers are looking for; they've spent billions doing the research. All we have to do is pay attention. In this session, Rob will provide a guide for how you can take cues from Google, and create better strategies for gaining the attention of your customers at each stage of the purchase funnel.

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SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Content to the Right Customers at the Right Time

  1. 1. SNOOPING INTO GOOGLE’S INSIGHTS How to target the right content to the right customers at the right time.
  2. 2. @STATrob #SearchLove
  3. 3. DO YOU REMEMBER THE NAME OF THE ACTOR FROM THAT SCIFI MOVIE WITH THE SHORT OLD GUY WITH WEIRD EARS? @STATrob
  4. 4. REMEMBER BEFORE GOOGLE? How did you get the answers you needed? @STATrob
  5. 5. INSTANT GRATIFICATION IS THE NAME OF THE GAME FOR GOOGLE. Their goal is to give you the answers you need. Fast. @STATrob
  6. 6. THEY’VE CHANGED THE WORLD. And they’ve changed human behaviour. @STATrob
  7. 7. [NAME OF BAD GUY 
 FROM HUDSON HAWK] Google isn’t good at this query. They totally suck, right? @STATrob
  8. 8. GOOGLE IS A VICTIM OF 
 THEIR OWN SUCCESS. They have changed our expectations for information retrieval and they have to adapt to those changes. @STATrob
  9. 9. GOOGLE IS CHANGING THE RULES. BUT, THEY ALSO HAVE TO PLAY BY THE NEW RULES. @STATrob
  10. 10. IT’S LIKE A GIANT DRAWING A MAP WHILE ITS FOOTSTEPS ALTER THE LANDSCAPE. @STATrob
  11. 11. SERPS ARE THE FRONTEND TO GOOGLE’S MULTI-BILLION-DOLLAR CONSUMER RESEARCH MACHINE. @STATrob
  12. 12. BY PAYING ATTENTION TO THE SERPS, WE CAN SNOOP ON GOOGLE’S RESEARCH. And we can learn what our customers are 
 looking for when they search for something. @STATrob
  13. 13. LET’S TALK INTENT. @STATrob
  14. 14. CONSUMER SEARCH INTENT. There are three key stages of search intent 
 when making consumer searches online. @STATrob
  15. 15. THE INFORMATIONAL STAGE IS THE START OF THE PATH TO PURCHASE. @STATrob
  16. 16. LET’S MAKE SMOOTHIES! INFORMATIONAL STAGE: • [blenders] • [smoothie blenders] • [what is a food processor] • [difference between blender and juicer] @STATrob
  17. 17. “They are not directly transactional, and may never result in an exchange of goods, services, or monies, but they’re not purely informational either.” RAND FISHKIN, MOZ @STATrob
  18. 18. LET’S MAKE SMOOTHIES! COMMERCIAL STAGE: • [quiet blenders] • [heavy duty blender review] • [best blender for smoothies] • [combined blender and juicer] @STATrob
  19. 19. LET’S MAKE SMOOTHIES! TRANSACTIONAL STAGE: • [buy blendtec blender] • [blendtec professional 800 cost] • [blendtec blender free shipping] • [blendtec coupons] @STATrob
  20. 20. AT EACH STAGE OF THE FUNNEL, THE SEARCHER HAS A DIFFERENT INTENT. @STATrob
  21. 21. “…demographics don't help us understand what we really need to know — what consumers are looking for in an exact moment or where they are looking to find it.” THINK WITH GOOGLE @STATrob
  22. 22. SEARCHER INTENT IS THE NEW DEMOGRAPHICS. @STATrob
  23. 23. INTENT BEATS IDENTITY. IMMEDIACY BEATS LOYALTY. In order to be where the searcher is looking, we need to understand their intent. @STATrob
  24. 24. THE RESEARCH @STATrob
  25. 25. 14 PRODUCT CATEGORIES, 
 542 QUERIES: • Music (40 core queries) • Computers (42 core queries) • Sports & outdoors (38 core queries) • And so on. @STATrob
  26. 26. EXAMPLE KEYWORD MODIFICATIONS APPLIANCES ELECTRONICS PET SUPPLIES INFORMATIONAL blender lcd tv cat brush COMMERCIAL blender reviews best lcd tv compare cat brushes TRANSACTIONAL buy blender lcd tv free shipping cat brush coupons
  27. 27. KEYWORD RESEARCH IS 
 MORE ART THAN SCIENCE. Your keyword lists will be more nuanced than ours. @STATrob
  28. 28. SIMPLE SHARE OF VOICE SCORING WEIGHT SEARCH VOLUME SHARE OF VOICE SCORE Rank 1 1 x 1000 = 1000 Rank 2 0.9 x 1000 = 900 Rank 3 0.8 x 1000 = 800 … … … … Rank 10 0.1 x 1000 = 100
  29. 29. DON’T FORGET THE DATA FROM OUR RESEARCH IS SPECIFIC TO OUR KEYWORD SET. YOUR RESULTS WILL DIFFER. @STATrob
  30. 30. I’M HERE TO SHOW YOU WHAT’S POSSIBLE. FOCUS ON THESE METHODS, RATHER THAN THE DATA. @STATrob
  31. 31. FOR EACH STAGE OF INTENT, 
 WE MAPPED THE SERP. @STATrob
  32. 32. FEATURED SNIPPETS
  33. 33. IMAGES
  34. 34. NEWS
  35. 35. PLACES
  36. 36. PEOPLE ALSO ASK
  37. 37. VIDEO
  38. 38. SHOPPING
  39. 39. QUESTION ONE HOW CAN WE UNLOCK GOOGLE’S INSIGHTS INTO WHAT SEARCHERS ARE LOOKING FOR AT EACH STAGE? @STATrob
  40. 40. QUESTION TWO WHAT POINTS OF LEVERAGE DO WE HAVE IN EACH STAGE TO MAKE SURE WE’RE VISIBLE AND USEFUL? @STATrob
  41. 41. QUESTION THREE CAN WE REVERSE-ENGINEER THE WINNING STRATEGIES OF KEY COMPETITORS AT EACH STAGE? @STATrob
  42. 42. HERE’S A 10,000-FOOT VIEW OF WHAT WE FOUND. @STATrob
  43. 43. ORGANIC RESULTS RULE. 10% 90% ORGANIC ALL OTHERS
  44. 44. BE THERE. BE USEFUL. BE QUICK. The core organic algorithm does an amazing job of determining which results are most useful to a given searcher’s intent. @STATrob
  45. 45. BUT SHOPPING BOXES 
 ARE MAAAAAAJOR. 40% 60% SHOPPING NON-SHOPPING
  46. 46. THESE ARE OUR 
 POINTS OF LEVERAGE. 7% 7% 9% 23% 25% 29% IMAGES VIDEO ANSWERS PLACES PEOPLE ALSO ASK NEWS
  47. 47. INFORMATIONAL INTENT STAGE. @STATrob
  48. 48. TOPOLOGY OF THE INFORMATIONAL SERP 5% 5% 8% 18% 21% 42% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  49. 49. SHOPPING RESULTS FOR OUR KEYWORDS IN THE INFORMATIONAL STAGE. 42% @STATrob
  50. 50. IMMEDIACY BEATS LOYALTY. Google knows that some people just want it now. 
 Fast and cheap. @STATrob
  51. 51. IMAGE RESULTS FOR 
 OUR KEYWORDS IN THE INFORMATIONAL STAGE. 21% @STATrob
  52. 52. IMAGES ARE A GREAT UX 
 FOR UNREFINED QUERIES. They’re an easy way to find the exact 
 model, style or colour you’re looking for. @STATrob
  53. 53. The view when a searcher clicks on an image.
  54. 54. NEWS RESULTS FOR 
 OUR KEYWORDS IN THE INFORMATIONAL STAGE. 18% @STATrob
  55. 55. WHICH RESULT TYPES HAVE 
 THE HIGHEST AVERAGE SEARCH VOLUME? 0 30,000 60,000 90,000 120,000 SHOPPING IMAGES NEWS VIDEOS P.A.A. ANSWERS PLACES 0K 28K33K33K 117K 34K 51K
  56. 56. LET’S EVALUATE THE POTENTIAL OF GOING AFTER NEWS BOXES. @STATrob
  57. 57. 102 MEDIA SITES WITH 128 NEWS RESULTS Results 0 1 2 3 4 5 DIGITALTRENDS.COM YAHOO.COM BUSINESSWIRE.COM NEWATLAS.COM PCADVISOR.CO.UK 3333 5
  58. 58. WHICH NEWS RESULTS HAVE 
 THE HIGHEST AVERAGE SEARCH VOLUME? 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 CNET.COM ENGADGET.COM FORBES.COM RELAYMEDIA.COM COOLHUNTING.COM 368K368K 673K673K673K
  59. 59. NEWS RESULTS SUFFER FROM 
 AN IRRELEVANCY PROBLEM. @STATrob
  60. 60. [jacket] (search volume: 54,450)
  61. 61. [desk] (search volume: 196,800)
  62. 62. [best laptop] (search volume: 44,400)
  63. 63. TWEETABLE TIP DON’T GO RUNNING AFTER NEWS RESULTS JUST BECAUSE THEY RANK ON HIGH-TRAFFIC SERPS. @STATrob
  64. 64. VIDEO RESULTS FOR 
 OUR KEYWORDS IN THE INFORMATIONAL STAGE. 8% @STATrob
  65. 65. Video pack/carousel
  66. 66. Stand-alone video result
  67. 67. 7 SITES WITH VIDEO RESULTS Results 0 35 70 YOUTUBE PCGAMER LIFEHACKER VICE EBAY MASHABLE STANCE 111122 62
  68. 68. FEATURED SNIPPET RESULTS FOR OUR KEYWORDS IN THE INFORMATIONAL STAGE. 5% @STATrob
  69. 69. LET’S LOOK AT THE POTENTIAL 
 OF GOING AFTER THESE FEATURED SNIPPETS. @STATrob
  70. 70. WHICH STYLE OF FEATURED SNIPPET 
 IS THE MOST COMMON? Results 0 10 20 30 40 50 LIST PARAGRAPH TABLE 2 39 1
  71. 71. AVERAGE SEARCH VOLUME PER FEATURED SNIPPET RESULT FOR OUR INFORMATIONAL KEYWORDS. 23,300 @STATrob
  72. 72. WIKIPEDIA IS THE OBVIOUS INCUMBENT HERE. Results 0 5 10 15 20 WIKIPEDIA.ORG AMAZON.COM BESTBUY.COM XEROX.COM OFFICEDEPOT.COM 1 22 3 17
  73. 73. WHAT HAVE WE LEARNED 
 ABOUT THE SERPS FOR OUR INFORMATIONAL KEYWORDS? @STATrob
  74. 74. LESSON 1 RECOGNIZE WHEN YOU’LL NEED A PAID STRATEGY TO WIN. @STATrob
  75. 75. THE PREVALENCE OF SHOPPING BOXES CAN’T BE IGNORED. We need a paid strategy to give searchers what they want here. @STATrob
  76. 76. LESSON 2 LOOK FOR STRONG BIAS TOWARDS CERTAIN SITES. @STATrob
  77. 77. CAN YOU DISPLACE AN INCUMBENT LIKE WIKIPEDIA? They dominate the featured snippets in this stage. 
 Is there really room for us to win there? @STATrob
  78. 78. LESSON 3 LOOKING AT THE SERP TOPOLOGY TELLS US WHAT GOOGLE THINKS THESE SEARCHERS WANT. @STATrob
  79. 79. IN THIS STAGE, WE SAW SEARCHER NEEDS BEING MET BY NEWS, IMAGES, AND ORGANIC. This is what Google has determined is the best outcome for these searches. @STATrob
  80. 80. LESSON 4 NEWS RESULTS ARE OFTEN CROWDED WITH IRRELEVANT STORIES. @STATrob
  81. 81. DON’T JUST BLINDLY CHASE SEARCH VOLUME. Look deeper to understand if there’s a real opportunity. @STATrob
  82. 82. COMMERCIAL 
 INTENT STAGE. @STATrob
  83. 83. TOPOLOGY OF THE COMMERCIAL SERP 12% 13% 10% 59% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  84. 84. WHAT’S THE AVERAGE SHARE OF VOICE CONTRIBUTION PER RESULT? SHAREOFVOICESCORE 0 1,500 3,000 4,500 6,000 SHOPPING IMAGES NEWS VIDEOS P.A.A. ANSWERS PLACES 16 1,946 44188 5,184 53 704
  85. 85. LET’S REVERSE-ENGINEER 
 THE WINNING STRATEGIES 
 IN THIS STAGE. @STATrob
  86. 86. WHO HAS THE MOST SHARE OF VOICE 
 IN THIS STAGE? SHAREOFVOICESCORE 0 100,000 200,000 300,000 400,000 CONSUMER REPORTS TECHRADAR AMAZON CNET PCMAG 308K321K 352K 374K376K
  87. 87. BUT WHO HAS THE MOST RANKINGS?RANKINGS 0 1,750 3,500 CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG 204230 3,117 138299
  88. 88. WHO IS WINNING WHERE? SHAREOFVOICESCORE 0K 100K 200K 300K 400K CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG NEWS VIDEO ANSWERS ORGANIC
  89. 89. SEGMENT BY THE QUERY MODIFIER TO SEE WHICH 
 RESULT TYPES GOOGLE LIKES. @STATrob
  90. 90. SERP TOPOLOGY FOR “BEST” QUERIES 29% 12% 5% 50% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  91. 91. SERP TOPOLOGY FOR “COMPARE” QUERIES 8% 6% 42% 10% 34% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  92. 92. SERP TOPOLOGY FOR “NEW” QUERIES 4% 12% 7% 27% 50% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  93. 93. SERP TOPOLOGY FOR “REVIEWS” QUERIES 26% 24% 4% 42% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  94. 94. DON’T FORGET GO DEEPER THAN THE SURFACE DATA. DIG INTO SHARE OF VOICE. @STATrob
  95. 95. WHAT HAVE WE LEARNED 
 ABOUT THE SERPS FOR OUR COMMERCIAL KEYWORDS? @STATrob
  96. 96. LESSON 1 BY USING SHARE OF VOICE, MEASURE WHICH DOMAINS ARE WINNING. @STATrob
  97. 97. WITH ALMOST 3,000 FEWER RANKINGS, TECHRADAR STILL 
 BEAT AMAZON. Focusing on share-of-voice winners makes the analysis easier. @STATrob
  98. 98. LESSON 2 PERFORM SHARE OF VOICE ANALYSIS ON RESULT TYPES TO ASSESS THEIR POTENTIAL. @STATrob
  99. 99. WE CAN REVERSE ENGINEER TECHRADAR’S WINNING STRATEGY: FEATURED SNIPPETS. @STATrob
  100. 100. LESSON 3 SEGMENT EVEN DEEPER ON QUERY MODIFIERS LIKE “BEST” TO SEE HOW THE SERPS ADAPT. @STATrob
  101. 101. FOR “BEST” SEARCHERS WANT SNIPPETS. FOR “COMPARE” THEY WANT VIDEOS. This is where you get some of the most actionable insight into searcher intent. @STATrob
  102. 102. TRANSACTIONAL INTENT STAGE. @STATrob
  103. 103. TOPOLOGY OF THE TRANSACTIONAL SERP 9% 7% 11% 69% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  104. 104. WHO HAS THE MOST SHARE OF VOICE 
 IN THIS STAGE? SHAREOFVOICESCORE 0K 125K 250K 375K 500K AMAZON.COM WALMART.COM OVERSTOCK.COM BESTBUY.COM SEARSOUTLET.COM 104K 165K 205K 397K400K
  105. 105. WHO IS WINNING WHERE? SHAREOFVOICESCORE 0K 100K 200K 300K 400K AMAZON.COM WALMART.COM OVERSTOCK.COM BESTBUY.COM SEARSOUTLET.COM ORGANIC NEWS VIDEO ANSWERS
  106. 106. TWEETABLE TIP THE FURTHER DOWN THE FUNNEL YOU GO, THE MORE DISTILLED THE SERP BECOMES. @STATrob
  107. 107. THIS IS GOOD OL’ FASHIONED SEO! (Ok, and PPC.) @STATrob
  108. 108. ARE YOU RANKING HIGH? 
 RANKING THE RIGHT CONTENT? @STATrob
  109. 109. WHAT KIND OF CONTENT 
 IS AMAZON RANKING? RANKINGS 0 400 800 1200 1600 CATEGORY PRODUCT COUPON OTHER 104 706 1,590
  110. 110. WHAT ABOUT WALMART’S CONTENT? RANKINGS 0 400 800 1200 1600 CATEGORY PRODUCT 162 1,008
  111. 111. AND OVERSTOCK’S CONTENT? RANKINGS 0 400 800 1200 1600 CATEGORY PRODUCT BUYERS' GUIDE 1011 422
  112. 112. WHAT HAVE WE LEARNED 
 ABOUT THE SERPS FOR OUR TRANSACTIONAL KEYWORDS? @STATrob
  113. 113. LESSON 1 THE DEEPER YOU GO IN THE FUNNEL, THE MORE YOU HAVE 
 TO RELY ON ORGANIC RANKINGS. @STATrob
  114. 114. ORGANIC RESULTS WERE THE BEST WAY TO PUSH TRAFFIC IN THIS STAGE. Catering content towards universal results isn’t going to win the day when searchers are this low in the funnel. @STATrob
  115. 115. LESSON 2 ANALYZE RANKING URLS TO FIND OUT WHAT UX SATISFIES THE SEARCHER’S INTENT. @STATrob
  116. 116. THE MAJORITY OF PAGES WE 
 SAW RANKING HIGHEST WERE CATEGORY PAGES. We also identified a few potential areas, like coupons, where we might be able to develop new content. @STATrob
  117. 117. SO WHAT CONCLUSIONS HAVE WE REACHED? @STATrob
  118. 118. GOOGLE’S ADVICE YOU HAVE TO BE THERE, BE USEFUL, AND BE QUICK. @STATrob
  119. 119. HOW TO “BE THERE” QUALITY KEYWORD RESEARCH AND THOROUGH SEGMENTATION BY INTENT STAGES IS CRUCIAL. @STATrob
  120. 120. HOW TO “BE THERE” YOU KNOW IF YOU’RE “THERE” 
 BY MEASURING SHARE OF VOICE. You can break this out by stage or result type. @STATrob
  121. 121. HOW TO “BE USEFUL” LOOK AT SERP TOPOLOGIES TO FIND OUT WHAT GOOGLE THINKS IS USEFUL TO SEARCHERS. @STATrob
  122. 122. SERP TOPOLOGY FOR “COMPARE” QUERIES 8% 6% 42% 10% 34% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  123. 123. HOW TO “BE USEFUL” CREATE STRATEGIC CONTENT EXPERIENCES THAT SATISFY SEARCHERS’ IMMEDIATE NEEDS. @STATrob
  124. 124. HOW TO “BE QUICK” OPTIMIZE SITE SPEED AND 
 GET RIGHT TO THE POINT. Omit everything that distracts from the immediate needs of the searcher. @STATrob
  125. 125. HOW MANY UNIVERSAL RESULTS 
 ARE THERE IN EACH STAGE? 0% 50% 100% INFORMATIONAL COMMERCIAL TRANSACTIONAL 10%11%15%
  126. 126. TOPOLOGY OF THE INFORMATIONAL SERP 5% 5% 8% 18% 21% 42% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  127. 127. TOPOLOGY OF THE COMMERCIAL SERP 12% 13% 10% 59% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  128. 128. TOPOLOGY OF THE TRANSACTIONAL SERP 9% 7% 11% 69% SHOPPING IMAGES NEWS VIDEOS PEOPLE ALSO ASK ANSWERS PLACES
  129. 129. WHICH RESULT TYPE HAS 
 THE HIGHEST AVERAGE SHARE OF VOICE?SHAREOFVOICESCORE 0 1,500 3,000 4,500 6,000 ORGANIC SHOPPING EVERYTHING ELSE 2,997 5,312 1,992
  130. 130. KEY TAKEAWAY OPTIMIZING FOR UNIVERSAL RESULTS IS THE BEST WAY TO ENSURE YOU’RE SATISFYING SEARCHER INTENT. @STATrob
  131. 131. KEY TAKEAWAY WE CAN SNOOP INTO GOOGLE’S FINDINGS ON SEARCH INTENT BY LOOKING AT SERP TOPOLOGY. @STATrob
  132. 132. KEY TAKEAWAY AS WE MOVE DOWN THE INTENT FUNNEL, DIFFERENT RESULT TYPES RISE AND FALL IN VALUE. @STATrob
  133. 133. KEY TAKEAWAY WITH KNOWLEDGE OF INTENT, WE CAN CRAFT THE RIGHT CONTENT FOR THE RIGHT MOMENT OF THE SEARCHER’S JOURNEY. @STATrob
  134. 134. THIS ANALYSIS IS EASY TO DO. 
 HERE’S WHAT YOU NEED: • A SERP tracking tool that can break out result types • Search volume data • A share of voice model of your choosing • Excel or SQL @STATrob
  135. 135. DOWNLOAD THE 
 WHITEPAPER: GETSTAT.COM/SEARCHLOVE

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